The arrangement will now include employee experience insights and expertise by combining Qualtrics’ employee experience (EX) solution with Kantar TNS’ consulting consulting service and expertise.

The Qualtrics XM Platform helps organisations manage the four core experiences of business: customer, employee, product and brand experience.

John Torrey, chief corporate development officer at Qualtrics, said: "There is a massive gap between the experiences employers offer today and the experiences a new generation of employees expect. Organisations must improve the experiences for employees and customers across the entire life-cycle to gain a deep understanding of the experiences people want."

Stephen DiMarco, chief digital officer insights division at Kantar, added: "We are thrilled to expand our partnership with Qualtrics to provide a holistic offering that links brand promise to customer and employee experience."